Ray and Patty Magnussen own Lechuza Vineyards, which produces 500 cases a year in Guadalupe Valley. For more photos, go to utsandiego.com/guadalupevalley﻿.

Ensenada, Mexico

Guadalupe Valley, the most famous wine-producing area in Mexico, plays host to vintners of every stripe — from establishments turning out millions of bottles a year to those making just a few hundred.

Those products are being widely circulated, and sampled, this month as visitors hit the Baja “wine route” and nearby Ensenada during the annual Vendimia (wine harvest) festival. The 17-day event, which ends Sunday, is expected to draw more than 50,000 people, according to the Baja California tourism secretary.

Its vineyard tours, culinary parties and wine-inspired street fairs and concerts also spotlight two overarching goals in Guadalupe and six other nearby wine valleys: produce world-class varietals and satiate a growing tourist market.

Experts said Baja California’s wine country has seen a steady rise in visitors and business during the past decade, but forging an international tourist destination from a largely rural, inland valley can make for a rocky road. While the state has emerged as Mexico’s premier wine-growing region and accounts for 90 percent of the nation’s wine production, it still struggles to recapture the number of U.S. tourists from bygone years.

The reasons are varied and often tough to overcome: Drug-related violence in Mexico has scared off Americans, who continue to stay away long after high-profile cartel battles have ended in Baja California. The Great Recession and its lingering effects have clipped the travel budget of many U.S. families. And despite Baja California’s ascending wine reputation, its bottled offerings are not widely recognized or available north of the border.

State-supported mitigation efforts are under way, most recently with the unveiling of a multimillion-dollar wine museum in Guadalupe Valley.

“(The government) finds that the wine and the gastronomy is a good identity opportunity for the state,” said Jorge D’Garay, president of D’Garay Public Relations and an expert on Baja California’s tourism sector.

Both federal and state governments have backed the push in the form of monetary aid, infrastructure development and promotions, including better signs along major transportation routes, road repaving and invitations for famous chefs to tour the area, D’Garay said.

A binational approach

Guadalupe Valley’s boosters envision building their region’s stature not only by capturing greater U.S. interest but also by nurturing strong domestic demand.

“We would like for the Mexican people to have national pride about their wine,” said Tru Miller, who owns a vineyard and bed-and-breakfast in Guadalupe Valley with her husband, Don.

For the international element, Baja California’s tourism secretary and other promoters have turned to U.S. marketing specialists for help. The San Diego-based public relations firm Allison + Partners has been brought in to help emphasize Baja’s biggest attractions, particularly its winemaking valleys, said Juan Tintos, the state’s tourism secretary.

The campaign includes conducting studies to gauge Americans’ perceptions of safety and recreational opportunities in Baja, he said.